How the power of the Minions and Gen Z propelled the 'Despicable Me' franchise

Against all odds, the beloved Minions of the 'Despicable Me' franchise evolved from a childhood staple to a favorite of online moms to a Gen Z icon.

It was a spectacle when droves of suit-clad young men showed up to theaters for 2022's 'Minions: The Rise of Gru.' Against all odds, the #Gentleminions social media phenomenon showed that the Minions — up until that point, a staple of Facebook memes shared by very-online moms — could evolve as a cultural touchstone for that coveted demographic, Gen Z.

Dine-in theater chain Cinépolis Luxury Cinemas USA plans to raffle off themed baby carriers that hold a popcorn bucket to tie in with supervillain Gru's new role as a dad, said Luis Olloqui, company chief executive. 'Having the previous 'Minions' movie was really good, in terms of performance,' he said. 'We saw that excitement among the people going to the movie dressing up and making it more of an event. This time, we are expecting kind of the same.

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